Lifford (formely president of Warner Bros. Consumer Products) was promoted to President Warner Bros. Global Brands and Experiences, with responsibility for Warner Bros. Consumer Products, DC, Themed Entertainment and a new Global Franchise team. Shortened to "WBGBE," the purpose of the new division is to become closer to the consumers, heightening engagement, experiences, and long-term connection to the comic book characters owned by Warner. DC's two publishers, Jim Lee (also its CCO) and Dan DiDio will still run the day-to-day operations of the multimedia company, but now report to Lifford.

“With competition for consumers’ attention more intense than ever, and brand awareness and loyalty more important than ever, this is a great way to help focus on creating opportunities for fans to meaningfully interact with our brands and franchises at a level beyond the screen,” said Tsujihara. “Pam has deep experience across consumer products and building emotional connections with fans, and in the two years she’s been at Warner Bros., has proven herself and her vision. I’m excited to have her bring that vision to this new business.”

Lifford's main job will be to work on unique fan enagement experiences, while coordinating with all divisions of the Warner studio system and sister companies (e.g. Turner, AT&T, and HBO), "to ensure that every touchpoint for cross-divisional and cross-company collaboration is maximized." Moreover, her responsibilities extend beyond the DCEU, going so fat as to include the animated/cartoon properties of Merry Melodies (aka Looney Tunes) and Hanna Barbera.

“This is an incredible opportunity for us to super-serve our fans across a variety of platforms and venues throughout their lifetimes,” said Lifford. “Warner Bros. has world-class characters and brands that are beloved around the world—from our licensed DC Super Heroes and the Looney Tunes and Hanna Barbera animated superstars to a library of over 10,000 films and TV shows—and we’re now making it a priority to bring these properties to fans in new and exciting ways. I’m thrilled to take on this challenge and look forward to working with my colleagues across the Studio to make this new business a great success.”